How about sending videos that show off a new product feature, explain a new research finding, or show how to do a task? Since email, as a marketing medium, has evolved past "mainstream" and on to "boring," let's get creative and look at some new ways to communicate to buyers. Or even make a sales presenation? read more. Multimedia Tools

If he is an Unaware Buyer, he doesn’t care about your product, even if he needs it. Does your prospect need a whack on the head? And he certainly doesn’t care about your webinar or your trade show booth. The challenge with the Unaware Buyer is that he goes out of his way to avoid any sales pitch, because he doesn’t think he needs to buy anything. read more.

Marketing expert David Meerman Scott blogged last week about Boeing's new web site as a stellar example of brand journalism --a term he defines thus: Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel. read more.

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THE CONTENT FACTOR

MARCH 1, 2013

[Product] Beware the content inventory exercise

This is usually a good exercise as it relates to product or service collateral–and should be done periodically to keep assets current. However, if the goal is to develop a going-forward content marketing program to engage prospects or customers, the content inventory is not always productive. We get asked all the time by clients to do a “content inventory.”

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THE CONTENT FACTOR

FEBRUARY 17, 2010

[Product] Your Marketing Content is Not a Commodity

Recently I spoke with a CMO who wanted to market a commoditized IT product. Naturally, his product has its own competitive advantage. But it was clear to me that his target market would be shopping first on price, and that a feature-benefit message would be challenging to push. Early in our conversation, he asked, "How much will a white paper cost?" read more.

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